CJ OnStyle Launches "New Celeb Showcase" to Enhance Live Commerce Experience
CJ OnStyle is set to revolutionize the live commerce landscape with the launch of its "New Celeb Showcase." Running from October 9 to 19, this innovative event features well-known celebrities like Lee Sa-bae, Ha Ji-won, Choi Si-won, and Shim Eut-deuk, aiming to deepen brand engagement and fan interaction beyond mere product sales.
The "New Celeb Showcase" redefines traditional formats by integrating celebrity philosophy and lifestyle into the shopping experience. The initiative reflects a growing trend in which fandom and commerce intertwine, enhancing viewer participation. Lee Sa-bae, a prominent beauty creator and makeup artist, will kick off the series by presenting a makeover content that embodies her brand’s message. Following her, various other celebrities will showcase their brands throughout the event. Notably, Shim Eut-deuk will introduce diet food brand "Vibribe" on October 11, while Ha Ji-won will present beauty brand "Pouch24" on the 17th. The showcase will culminate with singer and actor Choi Si-won on the 19th.
This initiative is part of CJ OnStyle’s broader strategy to enhance its position as a leader in live broadcasting. The "New Celeb Showcase" is derived from CJ OnStyle’s health and beauty incubation program "CJ On Cuevating," where celebrity-led brands are selected for optimal video content production.
CJ OnStyle aims to create a symbiotic relationship between celebrities and its product planners, thus enhancing the content commerce landscape. An official noted that this initiative transitions the customer experience from buying products to consuming a brand’s worldview. With plans for more projects featuring creators in the coming months, CJ OnStyle is poised to solidify its leadership in the global market, leveraging celebrity and creator collaborations to captivate audiences.
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